Firms following the focus approach are trying to
concentrate on one product and create a unique market
niche. For example, Meridian suggests that they are doing
things the "French Way" and Swissotel suggests that they
are providing a "Swiss" experience. Firms such as these
are betting their future on these unique marketable
attributes. While there is nothing wrong with such niche
approaches, there is a danger that too much emphasis
is placed on too few competitive attributes.